Week 4 Flashcards
How would a functionalist view advertising
Adverts teach us how to be members of society, how to behave, how to look.
Whatre the functions of the mass media and advertising
Coordination
Socialization
Social Control
Entertainment
What is an ideology
A set of ideas about how the world is and should be
To conflict theorists what does ideology do
Maintains power in society, justifies and perpetuates social inequality
Whats interpalation
When you come to internalize ideas that are being sold to you
What is Cultural Hegemony
Domination by consent or the process through which everyday people accept dominant ideologies. these ideologies maintiain institutions and structures that benefit that powerful few over the less powerful many
What is Disciplinary Power
A type of social control
the way the authorities discipline and punish people will learn discipline themsevles
enforced through values and norms about what is normal and abnormal
What are the four ways in which advertisers use disciplinary power
- project norms to be followed and internalzied
- identifying abnormal behaviour
- concealing the advertiser
- controlling discourse
What is capitalism
An economic system in which the means of production of goods and services is owned privatley and operated for a profit previously feudalism
What are the marxist classes
Bourgoisie
proletariat
petite bourgeoisie
Why is capitalism exploitative?
Because workers are paid less than the value of their labour
What is alienation
when a worker becomes separated from their labour and the commodities they create
what is reification
Reducing of human workers to object through instrumental logic
What is Commodify Fetishism
When objects become disconnected from the social aspects of production.
What is false consciousness
Ideologies that the mass media and culture and advertising spread to the proletariat to keep them unaware of their exploitation and class status
